• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
The Conversation Economy
 

The Conversation Economy

on

  • 5,314 views

My presentation at the 2009 Clemenger Digital Summit, Auckland, New Zealand.

My presentation at the 2009 Clemenger Digital Summit, Auckland, New Zealand.

Statistics

Views

Total Views
5,314
Views on SlideShare
5,302
Embed Views
12

Actions

Likes
10
Downloads
116
Comments
2

3 Embeds 12

http://www.slideshare.net 7
http://jameshurman.wordpress.com 4
http://comebackforseconds.wordpress.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The Conversation Economy The Conversation Economy Presentation Transcript

    • THE CONVERSATION ECONOMY JAMES HURMAN APRIL 2009
    • 60
 50
 40
 CSR SPEND 30
 20
 10
 0
 1950s
 1960s
 1970s
 1980s
 1990s
 2002
 2004
 2006

    • “TRUST IN CORPORATIONS IS NOW AT ITS LOWEST LEVEL SINCE TRACKING BEGAN.” WORLD ECONOMIC FORUM GLOBAL SURVEY 2005 60
 50
 40
 CSR SPEND 30
 “I TRUST BUSINESS PEOPLE 20
 TO DO THE RIGHT THING MOST OR ALL OF THE TIME” 10
 0
 1950s
 1960s
 1970s
 1980s
 1990s
 2002
 2004
 2006
 SOURCE: YANKELOVICH 2006
    • WHY?
    • THE CONVERSATION ECONOMY
    • PEOPLE ARE SPENDING MORE TIME TALKING THAN LISTENING 2500
 2000
 HOURS SPENT WITH 1500
 BROADCAST MEDIA - TV, RADIO, PRESS ETC 1000
 HOURS SPENT WITH DIALOGUE MEDIA - INTERNET, CELLPHONES ETC 500
 0
 2001
 2002
 2003
 2004
 2005
 2006
 2007
 2008
 2009
 SOURCE: VSS FORECAST 2006
    • SOME SAY WE’RE HAVING TOO MANY CONVERSATIONS
    • SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
    • SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
    • SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
    • SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
    • SOMETIMES, THE CONVERSATIONS ARE ABOUT YOU
    • THE TRUTH IS DEMOCRATISED…
    • …AND SEARCH ENGINE OPTIMISED…
    • …AND GOOGLE IS YOUR HOMEPAGE
    • “UP UNTIL 2002, 78% OF CONSUMERS SAID ADVERTISING WAS A GOOD WAY TO LEARN ABOUT NEW PRODUCTS. IN THE FOUR YEARS THAT FOLLOWED, THAT FIGURE DROPPED TO 53%.” FORRESTER RESEARCH 2006
    • PEOPLE BELIEVE THE CONVERSATIONS 24% 50% OF PEOPLE BELIEVE TRUST WHAT THEY HEAR ABOUT COMPANIES TELL THE A COMPANY FROM THEIR TRUTH IN ADVERTISING FRIENDS AND PEERS SOURCE: YANKELOVICH
    • PEOPLE BELIEVE THE CONVERSATIONS
    • PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES
    • PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES
    • PEOPLE ARE HAVING MORE CONVERSATIONS, WITH MORE PEOPLE, MORE OF THE TIME THOSE CONVERSATIONS ARE OFTEN ABOUT OUR BRANDS OUR CUSTOMERS TRUST THOSE CONVERSATIONS MUCH MORE THAN THEY DO OUR MARKETING MESSAGES PEOPLES’ PERCEPTIONS OF OUR BRANDS ARE BEING SHAPED MORE AND MORE BY CONVERSATIONS AND LESS AND LESS BY MARKETING MESSAGES OH FUCK!
    • HOW DO WE MAKE SURE OUR BRANDS ARE PART OF THE CONVERSATION?
    • “PEOPLE DON’T READ ADS. THEY READ THINGS THAT INTEREST THEM. SOMETIMES THAT HAPPENS TO BE AN AD.” HOWARD GOSSAGE 1955
    • “PEOPLE DON’T TALK ABOUT BRANDS. THEY TALK ABOUT THINGS THAT INTEREST THEM. SOMETIMES THAT HAPPENS TO BE A BRAND.” HOWARD GOSSAGE 2009
    • SUSAN BOYLE IS INTERESTING
    • INTERESTING INNOVATION CREATES CONVERSATION
    • HOW INTERESTING ARE YOU?
    • HOW INTERESTING ARE YOU?
    • HOW INTERESTING ARE YOU?
    • HOW INTERESTING ARE YOU?
    • HOW INTERESTING ARE YOU?
    • INTERESTING MARKETING CREATES CONVERSATION
    • HOW INTERESTING ARE YOU?
    • HOW INTERESTING ARE YOU?
    • HOW INTERESTING ARE YOU?
    • HOW INTERESTING ARE YOU? “It’s the sort of ad I’d talk about with friends” NZ norm: 23% The Big V: 73% SOURCE: COLMAR BRUNTON 2008
    • HOW INTERESTING ARE YOU?
    • IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING
    • IN THE CONVERSATION ECONOMY IT’S VITAL TO BE INTERESTING HOW DO YOU GO FROM JUST HAVING CONVERSATIONS TO MAKING THEM WORK FOR YOU?
    • EMBRACE THE CONVERSATION
    • JOIN THE CONVERSATION
    • TURN THE CONVERSATION
    • HARNESS THE CONVERSATION
    • THE CONVERSATIONAL FUTURE...
    • THE CONVERSATIONAL FUTURE...
    • THANK YOU